BJ’s Wholesale Club
Checkout Redesign
is aimed to streamline a multi-fulfillment checkout experience to boost conversions, and reduce friction. Focused on improving task efficiency, findability, and usability for both new and returning users.
Senior UI/UX Designer (Lead role) — End-to-End UX & UI Design Process
What customer problem are we trying to solve?
Time on Task (ToT) during Checkout process
Large percentage of the customers shopping with multiple delivery methods spend more time on placing order on the checkout while experiencing issues with find-ability, information overload and errors.
Opportunity
Strategic opportunity to increase conversions by streamlining checkout by unifying flows, reducing redundancy, and modernizing patterns to improve usability and consistency
Goal
Redesign the checkout experience to reduce friction, increase conversions, and build trust; supporting both returning and new digital-first customers.
Key challenges in current app
Pain points and findings gathered by user testing, with feedback from app reviews. Competitive testing and design analysis.
1. Inefficient form design slowed users down
Expanded form fields created redundancy and clutter, taking up the full screen and delaying checkout.
Long page lengths and poor information hierarchy made it harder for users to find key actions, introducing friction in an already complex fulfillment flow.
2. Confusing interactions and overwhelming content
Dropdowns paired with expanded form fields misled users and disrupted the flow, creating uncertainty and hesitation.
Poor content hierarchy and excessive information presented at once resulted in cognitive overload, making it harder for users to complete checkout confidently.
3. Inconsistent visual hierarchy creates confusion
Lack of spacing and visual separation between sections made it difficult to scan and compare options.
Missing key details—like pickup location—further increased uncertainty and disrupted the user’s decision-making flow.
4. Redundant & disconnected checkout elements
Fields appeared unnecessarily, even when not required, and order items were repeated across multiple tabs.
This outdated, approach created unnecessary steps, increased page length, and made it harder for users to find and review key information—slowing down the entire checkout flow.
Solution
Enhanced the final design with a simplified, modular experience — reducing scroll depth, improving navigation, and optimizing clarity, accessibility, and scalability.
Here are the features we enhanced in the new version!
Scalable
Interaction
Simplified User Journey
Modular Design
Visual Clarity
Navigation (2 tab to 1 page)
Minimized Scroll Fold (from 8 to 4)
Accessibility
Seamless order review experience
Grouped pickup, delivery, and shipping views with key information to help users verify orders at a glance. boosting clarity, reducing uncertainty, and building trust.
From overwhelming to intuitive experiences
Transformed dense forms into clear, actionable overviews with streamlining steps, improving readability, and boosting user confidence.
Refined interactions with streamlined payments
Refined interaction patterns to reduce mis-taps, support all payment methods, and give users confidence through clear visual feedback.
